- "Change isn't just for diapers. Time for me to move on."
E-trade's customers now have new technologies and tools. The advertising planning included that the baby could not deliver their new Marketing planning or strategies to their target market of “People,” in the 9P’s of Marketing. Simply the creative executions were not delivering. They were not working according to the client.
Here's more about "People," in the 9P's: There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's. The baby for E-Trade was just a creative execution. A brilliant one created by Grey Worldwide.
Once a target market is chosen (in, the organization can develop its marketing strategies to target this market segment. There are still questions: Can the segments be accessed? Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential. In this example their E-trade segment wasn't listening. The baby advertising did break through the clutter.
E-Trade said: "Our business has evolved from day trader to financial partner. To support this shift we have decided to create a new creative campaign. …(baby “message”) does not resonate with our target audience anymore."
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I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.
The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions. The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's.
I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.
In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
- People (Segmentation and Targeting)
- Place (Distribution)
Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.